ORGANIC FILTERING

In general, ORGANIC FILTERING of information in digital media is driven by the person. However, the way attention is garnered differs. In one instance, attention is demanded by the content of the page. In another, decisions are actively made about what to pay attention to. Regardless, we control of what we see; we choose whether or not to consume, digest, and process the information at hand.

INORGANIC FILTERING, on the other hand, is driven by algorithms written by computer programs, which is covered in another section.

BOTTOM-UP

"This passive process is not driven by you, but by whatever thing in your environment is most salient or obviously compelling, such as that arresting scarlet cardinal."Living a Focused Life

Bottom-up attention: Attention is gained through a compelling stimulus in the environment.

As the photo above demonstrates, bottom-up INFORMATION FILTERING grabs your attention involuntarily. In the world of digital media filters this filtering technique translates to the use of vivid colors and animations in, for example, advertisements and video content.

TOP-DOWN

"This attention has advanced our species, particularly by enabling us to choose to pursue difficult goals. It lets you decide what to focus on and what to suppress."Living a Focused Life

Top-down attention: Attention in this respect is not demanded through stimulus, but actually takes a voluntary effort to maintain.

As the photo above demonstrates, top-down INFORMATION FILTERING is an active choice in the consciousness of an individual. In the world of digital media filters, this filtering technique translates to the everyday choices made by browsers about whether to click a link, or browse for another, read the full article, or skim it, hunt out more details, or skip over the subject all together.